Amaka Akukwe says African creators need sustained investment rather than more exposure to achieve global influence, urging brands and industry stakeholders to build long-term partnerships that support their growth and development.
Speaking during a panel session at NECLive 2026, Amaka argued that brands often approach creators as temporary partners for individual marketing campaigns instead of investing in relationships that could help them build sustainable careers.
She said African creators already possess the talent and visibility needed to compete internationally but lack the deliberate support required to turn their potential into lasting global success.
“African creators don’t need to be discovered; we need to be invested in,” she said.
Amaka’s comments highlight the need for brands to rethink their approach to working with African creative talents, particularly as the continent’s entertainment and digital content industries continue to attract international attention.
Rather than focusing solely on short-term promotional gains, she suggested that stakeholders should support creators’ long-term ambitions through meaningful partnerships and opportunities for professional development.
She also stressed the importance of personal growth, urging creators to pay attention to their character and professional reputation as they pursue opportunities.
“I forever will stand for building your character and your track record,” she said.
According to Amaka, talent and visibility alone are not enough to sustain a successful creative career. Creators must also demonstrate consistency, credibility and the discipline needed to make the most of opportunities.
Her remarks place responsibility on both sides of the creative economy: brands must provide more than campaign-based engagements, while creators must deliberately build the character and track records needed to sustain their careers.
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